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Marketing to Kids - US - April 2015

"Today's kids are the true digital natives; they do not remember a time without smartphones and constant connectivity. Modern kids can be difficult to impress and even more difficult to captivate."

Lauren Bonetto, Lifestyle & Leisure Analyst

This report covers the following areas:

  •  The importance of targeting both kids and their parents
  •  How much money kids have and what they are saving for
  •  How kids watch TV and use the internet

 

In 2015, there are an estimated 24.7 million kids aged 6-11 in the US. Though they represent a small percentage of the population, their buying power is significant, as their preferences are often considered in their parents’ purchasing decisions. Marketing to kids is often tricky as brands must win the approval of both kids and their parents. However, resonating with kids is not only important due to the tremendous buying power they hold now, but also because they are the shoppers of the future.

Though Millennials are often referred to as “digital natives” – modern kids are the true natives. Unlike Millennials, who have adapted to and embraced emerging technologies, today’s kids do not remember a time without smartphones and constant connectivity. The fast-paced, high-tech world they were born into means that kids have little patience for slow, unresponsive, or unpersonalized service and that they expect access to everything, at all times, and in all places. Modern kids can be difficult to impress and even more difficult to captivate.

Despite their “digital native” status, today’s kids share traits with the generations that came before them. They still enjoy playing with toys, seek their parents’ approval, and want to be well liked by their peers. These “shoppers of tomorrow” are developing their individual preferences and personalities and are strongly influenced by their parents, peers, and other prominent figures in their lives.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Snapshot of kids aged 6-11
                      • Kids as consumers
                        • Kids spend the majority of their time sedentary
                          • Figure 1: Top activities done on week days and weekend days, January-December 2014
                        • Watching TV is a family affair, kids often multitask while watching
                          • Figure 2: Kids’ most common TV companions, January-December 2014
                        • Kids use internet for entertainment, sometimes information
                          • Figure 3: Top websites visited in the past week, January-December 2014
                        • Two thirds carry cash, those with savings accounts have amassed a small fortune
                          • Figure 4: How much money kids have in cash and in a bank/savings account, January-December 2014
                        • Most kids don’t work for their money, it is often given to them
                          • Figure 5: Top sources of where kids’ money comes from, January-December 2014
                        • From a young age, gender often dictates household duties
                          • Figure 6: Common household chores, by gender, April 2013-June 2014
                        • Kids most likely saving for small ticket items
                          • Figure 7: Top things kids are saving for, January-December 2014
                        • Humor is an effective approach to reach kids; people around them are influential
                          • Figure 8: Favorite commercials, January-December 2014
                        • Ethical products resonate, kids are accepting of others
                          • Figure 9: Attitudes toward the environment and diversity, April 2013-June 2014, January-December 2014
                        • What we think
                        • Issues and Insights

                            • How to simultaneously target kids and parents
                              • The issues
                                • The implications
                                  • Increasing diversity necessitates rethinking of characters and narratives
                                    • The issues
                                      • The implications
                                        • Kids believe they are healthier than they actually are
                                          • The issues
                                            • The implications
                                            • Trend Application

                                                • Trend: Let’s Make a Deal
                                                  • Trend: Secret, Secret
                                                    • Trend: Moral Brands
                                                    • Snapshot of Kids

                                                      • Key points
                                                        • Kids aged 6-11 projected to decrease modestly
                                                          • Figure 10: Population <18, by age, 2010-20
                                                        • With each generation, America becomes increasingly diverse
                                                          • Figure 11: Population of kids aged 6-11, by race or Hispanic origin, 2010-20
                                                        • Majority of kids live with both parents
                                                          • Figure 12: Household relationship and living arrangements of kids, by age, 2013
                                                        • Kids most likely to access internet at home, use internet for entertainment
                                                          • Figure 13: Where kids access the internet, by gender and by age, April 2013-June 2014
                                                          • Figure 14: Online activities, by gender and by age, April 2013-June 2014
                                                      • Innovations and Innovators

                                                          • Techie toys
                                                            • Barbie breaks her silence
                                                              • Figure 15: “Hello Barbie is the world’s first interactive Barbie doll,” online video, 2015
                                                            • Crayola launches coloring books for the modern age
                                                              • Figure 16: “Crayola Color Alive!” online video, 2015
                                                            • Autodesk releases app for 3D printable toys
                                                              • Gender bending and girls’ empowerment products
                                                                • Limited edition Lego set featuring female scientists sells out in days
                                                                  • Figure 17: “Inspire imagination and keep building,” online video, 2014
                                                                • Upcycling mom becomes internet phenomena
                                                                  • Figure 18: “Tree Change Dolls,” online video, 2015
                                                                • Princess Awesome offers girls’ clothing with “boyish” prints
                                                                  • Figure 19: “Back us on Kickstarter!,” online video, 2015
                                                                • Coloring book shows princesses that do more than wear pretty dresses
                                                                  • Wonder Crew to offer dolls for boys
                                                                    • Figure 20: “See us in action!,” online video, 2015
                                                                  • Targeting multicultural kids
                                                                    • MGA Entertainment releases Hispanic dolls
                                                                      • Disney introduces Elena of Avalor
                                                                      • Marketing Strategies

                                                                        • Overview of the brand landscape
                                                                          • Empowering girls
                                                                            • Dove calls for girls to love their curls
                                                                                • Figure 21: “Dove Hair: Love Your Curls,” online video, 2015
                                                                              • Microsoft insists that “Girls Do Science”
                                                                                  • Figure 22: “Girls Do Science,” online video, 2015
                                                                                • Health and wellness
                                                                                  • Captain Citrus gets a makeover courtesy of Marvel
                                                                                    • Figure 23: “Captain Citrus Teaser,” online video, 2014
                                                                                  • WAT-AAH! uses urban kids and pop stars to make drinking water cool
                                                                                    • Figure 24: “Soapbox,” online video, 2015
                                                                                    • Figure 25: “WAT-AAH! x Ariana Grande – A video message,” online video, 2014
                                                                                  • Fuel Up to Play 60
                                                                                    • Figure 26: “#FuelGreatness with school breakfast,” online video, 2015
                                                                                  • Retailers and shopping
                                                                                    • Toys“R”Us invites kids, “C’mon, let’s play”
                                                                                      • Figure 27: “It’s the most magical time of the year at the world’s greatest toy store!” online video, 2014
                                                                                    • Claire’s and Toys“R”Us partner on branded shops
                                                                                      • Target launches Annie collection
                                                                                        • Figure 28: “Subway to runway,” online video, 2014
                                                                                      • JCPenney looks to bring back the magic with Cinderella push
                                                                                        • Figure 29: Inside JCPenney Disney shop, 2015
                                                                                        • Figure 30: “Fairy tales,” online video, 2015
                                                                                    • Kids’ Activities

                                                                                      • Key points
                                                                                        • Activities done on weekdays and weekend days
                                                                                            • Figure 31: Top 15 Activities done on week days, by gender and by age, January-December 2014
                                                                                            • Figure 32: Top 15 activities done on weekend days, by gender and by age, January-December 2014
                                                                                          • Low gaming participation among girls amounts to missed opportunity
                                                                                            • Boys slightly more active than girls
                                                                                              • Kids begin putting away childish things as young as age nine
                                                                                                • Out-of-home and organized activities
                                                                                                    • Figure 33: Out-of-home entertainment, by gender and by age, April 2013-June 2014
                                                                                                    • Figure 34: Membership to organization, by gender and by age, April 2013-June 2014
                                                                                                    • Figure 35: Kids' influence on out-of-home activities, by gender and by age, April 2013-June 2014
                                                                                                • Kids and Watching TV

                                                                                                  • Key points
                                                                                                    • Kids’ TV companions
                                                                                                        • Figure 36: Kids’ TV companions, by gender by age, January-December 2014
                                                                                                      • How kids watch TV
                                                                                                        • Figure 37: How kids watch TV, by gender and by age, January-December 2014
                                                                                                      • Activities done while watching TV
                                                                                                          • Figure 38: Activities done while watching TV, by gender and by age, January-December 2014
                                                                                                        • General attitudes toward TV
                                                                                                          • Figure 39: Attitudes toward media, by gender and by age, April 2013-June 2014
                                                                                                        • When kids watch TV
                                                                                                        • Kids and the Internet

                                                                                                          • Key points
                                                                                                            • Websites visited in past week
                                                                                                                • Figure 40: GEICO YouTube ad, “Family: Unskippable,” 2015
                                                                                                                • Figure 41: Websites visited in the past week, by gender and by age, January-December 2014
                                                                                                              • Amount of time kids spend online
                                                                                                                  • Figure 42: Amount of time spent online, by gender and by age, April 2013-June 2014
                                                                                                              • Kids and Money

                                                                                                                • Key points
                                                                                                                  • How much money kids have in cash
                                                                                                                      • Figure 43: How much money kids have in cash, by gender and by age, January-December 2014
                                                                                                                    • How much money kids have in bank/savings accounts
                                                                                                                        • Figure 44: How much money kids have in a bank/savings accounts, by gender and by age, January-December 2014
                                                                                                                      • How much money kids have in gift cards
                                                                                                                        • Figure 45: How much money kids have in gift cards, by gender and by age, January-December 2014
                                                                                                                        • Figure 46: How much money kids have in other places, by gender and by age, January-December 2014
                                                                                                                      • Where kids’ get their money
                                                                                                                        • Figure 47: Where kids’ money comes from, by gender and by age, January-December 2014
                                                                                                                      • Allowance and chores
                                                                                                                      • Kids and Shopping

                                                                                                                        • Key points
                                                                                                                          • What kids are saving for
                                                                                                                            • Figure 48: What kids are saving for, by gender and by age, January-December 2014
                                                                                                                            • Figure 49: What kids spend their money on, by gender and age, April 2013-June 2014
                                                                                                                          • Where kids shop
                                                                                                                              • Figure 50: Where kids shop, by gender and by age, January-December 2014
                                                                                                                              • Figure 51: Stores visited, by gender and by age, April 2013-June 2014
                                                                                                                              • Figure 52: Favorite stores, by gender and by age, April 2013-June 2014
                                                                                                                          • Targeting Kids

                                                                                                                            • Key points
                                                                                                                              • Favorite commercials
                                                                                                                                  • Figure 53: Favorite commercials, by gender and by age, January-December 2014
                                                                                                                                • What kids want from their favorite brands/stores on social media
                                                                                                                                  • Figure 54: What kids want from their favorite brands/stores on social media, by gender and by age, January-December 2014
                                                                                                                                • Attitudes toward favorite brands
                                                                                                                                  • Figure 55: “The A/W13 Campaign,” online video, 2013
                                                                                                                                  • Figure 56: Attitudes toward favorite brands – Any agree, by gender and by age, January-December 2014
                                                                                                                                • Kids and ethical products
                                                                                                                                  • Figure 57: Attitudes toward the environment, by gender and by age, April 2013-June 2014
                                                                                                                              • Kids’ Attitudes and Opinions

                                                                                                                                • Key points
                                                                                                                                  • Attitudes and opinions about life
                                                                                                                                    • Kids and acceptance
                                                                                                                                      • Figure 58: “It Gets Better Promo,” online video, 2013
                                                                                                                                    • Kids and health
                                                                                                                                      • Kids, education and the future
                                                                                                                                        • Figure 59: Attitudes toward life – Any agree, by gender and by age, January-December 2014
                                                                                                                                      • Issues that concern kids
                                                                                                                                        • Figure 60: Issues that concern kids, by gender and by age, January-December 2014
                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                      • Kids’ activities
                                                                                                                                        • On weekdays
                                                                                                                                          • Figure 61: Activities done on week days, by age, January-December 2014
                                                                                                                                          • Figure 62: Activities done on week days, by household income, January-December 2014
                                                                                                                                          • Figure 63: Activities done on week days, by race and Hispanic origin, January-December 2014
                                                                                                                                        • On weekend days
                                                                                                                                          • Figure 64: Activities done on weekend days, by age, January-December 2014
                                                                                                                                          • Figure 65: Activities done on weekend days, by household income, January-December 2014
                                                                                                                                          • Figure 66: Activities done on weekend days, by race and Hispanic origin, January-December 2014
                                                                                                                                        • Kids and watching TV
                                                                                                                                          • Kids’ TV companions
                                                                                                                                            • Figure 67: Kids’ TV companions, by household income, January-December 2014
                                                                                                                                            • Figure 68: Kids’ TV companions, by race and Hispanic origin, January-December 2014
                                                                                                                                            • Figure 69: Kids’ TV companions, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                            • Figure 70: Kids’ TV companions, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                          • How kids watch TV
                                                                                                                                            • Figure 71: How kids watch TV, by household income, January-December 2014
                                                                                                                                            • Figure 72: How kids watch TV, by race and Hispanic origin, January-December 2014
                                                                                                                                            • Figure 73: How kids watch TV, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                            • Figure 74: How kids watch TV, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                          • Activities done while watching TV
                                                                                                                                            • Figure 75: Activities done while watching TV, by household income, January-December 2014
                                                                                                                                            • Figure 76: Activities done while watching TV, by race and Hispanic origin, January-December 2014
                                                                                                                                            • Figure 77: Activities done while watching TV, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                            • Figure 78: Activities done while watching TV, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                            • Figure 79: Time of day kids watch TV – Weekdays, by gender and by age, April 2013-June 2014
                                                                                                                                            • Figure 80: Time of day kids watch TV – Weekends, by gender and by age, April 2013-June 2014
                                                                                                                                            • Figure 81: Hours spent watching TV – Weekdays, by gender and by age, April 2013-June 2014
                                                                                                                                            • Figure 82: Hours spent watching TV – Weekends, by gender and by age, April 2013-June 2014
                                                                                                                                          • Kids and the Internet
                                                                                                                                            • Figure 83: Websites visited in the past week, by household income, January-December 2014
                                                                                                                                            • Figure 84: Websites visited in the past week, by race and Hispanic origin, January-December 2014
                                                                                                                                            • Figure 85: Websites visited in the past week, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                            • Figure 86: Websites visited in the past week, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                          • Kids and money
                                                                                                                                            • How much money kids have in cash
                                                                                                                                              • Figure 87: How much money kids have in cash, by household income, January-December 2014
                                                                                                                                              • Figure 88: How much money kids have in cash, by race and Hispanic origin, January-December 2014
                                                                                                                                              • Figure 89: How much money kids have in cash, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                              • Figure 90: How much money kids have in cash, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                            • How much monkey kids have in bank/savings accounts
                                                                                                                                              • Figure 91: How much money kids have in a bank/savings accounts, by household income, January-December 2014
                                                                                                                                              • Figure 92: How much money kids have in a bank/savings accounts, by race and Hispanic origin, January-December 2014
                                                                                                                                              • Figure 93: How much money kids have in a bank/savings accounts, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                              • Figure 94: How much money kids have in a bank/savings accounts, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                            • How much money kids have in gift cards
                                                                                                                                              • Figure 95: How much money kids have in gift cards, by household income, January-December 2014
                                                                                                                                              • Figure 96: How much money kids have in gift cards, by race and Hispanic origin, January-December 2014
                                                                                                                                              • Figure 97: How much money kids have in gift cards, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                              • Figure 98: How much money kids have in gift cards, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                            • Where kids’ money comes from
                                                                                                                                              • Figure 99: Where kids’ money comes from, by household income, January-December 2014
                                                                                                                                              • Figure 100: Where kids’ money comes from, by race and Hispanic origin, January-December 2014
                                                                                                                                              • Figure 101: Where kids’ money comes from, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                              • Figure 102: Where kids’ money comes from, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                              • Figure 103: Attitudes toward money, by gender and by age, April 2013-June 2014
                                                                                                                                              • Figure 104: Allowance, by gender and by age, April 2013-June 2014
                                                                                                                                              • Figure 105: Money for chores, by gender and by age, April 2013-June 2014
                                                                                                                                              • Figure 106: Wages, by gender and by age, April 2013-June 2014
                                                                                                                                              • Figure 107: Chores, by gender and by age, April 2013-June 2014
                                                                                                                                            • Kids and shopping
                                                                                                                                              • What kids are saving for
                                                                                                                                                • Figure 108: What kids are saving for, by household income, January-December 2014
                                                                                                                                                • Figure 109: What kids are saving for, by race and Hispanic origin, January-December 2014
                                                                                                                                                • Figure 110: What kids are saving for, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                                • Figure 111: What kids are saving for, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                              • Where kids shop
                                                                                                                                                • Figure 112: Where kids shop, by household income, January-December 2014
                                                                                                                                                • Figure 113: Where kids shop, by race and Hispanic origin, January-December 2014
                                                                                                                                                • Figure 114: Where kids shop, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                                • Figure 115: Where kids shop, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                              • Targeting kids
                                                                                                                                                • Favorite commercials
                                                                                                                                                  • Figure 116: Favorite commercials, by household income, January-December 2014
                                                                                                                                                  • Figure 117: Favorite commercials, by race and Hispanic origin, January-December 2014
                                                                                                                                                  • Figure 118: Favorite commercials, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                                  • Figure 119: Favorite commercials, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                                • What kids want from their favorite brands/stores on social media
                                                                                                                                                  • Figure 120: What kids want from their favorite brands/stores on social media, by household income, January-December 2014
                                                                                                                                                  • Figure 121: What kids want from their favorite brands/stores on social media, by race and Hispanic origin, January-December 2014
                                                                                                                                                  • Figure 122: What kids want from their favorite brands/stores on social media, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                                  • Figure 123: What kids want from their favorite brands/stores on social media, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                                • Attitudes toward favorite brands
                                                                                                                                                  • Figure 124: Attitudes toward favorite brands, January-December 2014
                                                                                                                                                  • Figure 125: Attitudes toward favorite brands – Netted, January-December 2014
                                                                                                                                                  • Figure 126: Attitudes toward favorite brands – Any agree, by household income, January-December 2014
                                                                                                                                                  • Figure 127: Attitudes toward favorite brands – Any agree, by race and Hispanic origin, January-December 2014
                                                                                                                                                  • Figure 128: Attitudes toward favorite brands – Any agree, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                                  • Figure 129: Attitudes toward favorite brands – Any agree, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                                • Kids’ attitudes and opinions
                                                                                                                                                  • Attitudes toward life
                                                                                                                                                    • Figure 130: Attitudes toward life, January-December 2014
                                                                                                                                                    • Figure 131: Attitudes toward life – Netted, January-December 2014
                                                                                                                                                    • Figure 132: Attitudes toward life – Any agree, by household income, January-December 2014
                                                                                                                                                    • Figure 133: Attitudes toward life – Any agree, by race and Hispanic origin, January-December 2014
                                                                                                                                                    • Figure 134: Attitudes toward life – Any agree, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                                    • Figure 135: Attitudes toward life – Any agree, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                                  • Issues that concern kids
                                                                                                                                                    • Figure 136: Issues that concern kids, by household income, January-December 2014
                                                                                                                                                    • Figure 137: Issues that concern kids, by race and Hispanic origin, January-December 2014
                                                                                                                                                    • Figure 138: Issues that concern kids, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
                                                                                                                                                    • Figure 139: Issues that concern kids, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                    • Advertising Research Foundation (ARF)
                                                                                                                                                      • American Advertising Federation (AAF)
                                                                                                                                                        • American Association of Advertising Agencies (4A’s)
                                                                                                                                                          • American Marketing Association (AMA)
                                                                                                                                                            • Association of National Advertisers (ANA)
                                                                                                                                                              • Digital Media Association (DiMA)
                                                                                                                                                                • Generations United
                                                                                                                                                                  • Interactive Advertising Bureau (IAB)
                                                                                                                                                                    • International Advertising Association (IAA)
                                                                                                                                                                      • World Federation of Advertisers (WFA)

                                                                                                                                                                      Marketing to Kids - US - April 2015

                                                                                                                                                                      US $3,995.00 (Excl.Tax)